The Soft Power of Taste: Glocalizing Korean and Indian Cuisine

In modern society, power is no longer exercised through military strength, trade agreements, or technological prowess alone. More and more influence is being conveyed through culture, such as music, film, fashion, and above all, food. Tasting bibimbap paired with kimchi in Delhi, or enjoying butter chicken and naan (Indian bread) in Seoul, goes beyond a mere culinary experience. It is a process of encountering a nation's identity, values, and traditions. In this way, food diplomacy (or "gastrodiplomacy") uses food as a tool of soft power to enhance a nation's image, positively influence international relations, and promote tourism and trade.

India and Korea are expanding their cultural influence based not only on economic growth but also on cuisines that shape the world's food culture. Indian cuisine has served as a cultural ambassador and influenced international exchange, from the banquet culture of the Mughal Empire to the spice trade that connected Europe and Asia. Korea, too, has developed its food culture through diplomatic exchanges with neighboring countries. In particular, the spread of Buddhism during the Silla Dynasty led to the development of sophisticated temple vegetarian cuisine based on fermented soybean paste and pickled vegetables, which became an important foundation for the formation of kimchi culture. Historically, these culinary traditions have served to promote cultural exchange and strengthen diplomatic relations, establishing themselves as representative forms of soft power for both countries.

This well illustrates glocalization, a key feature of modern globalization. Glocalization refers to the process by which global culture evolves anew by reflecting local culture while maintaining its original identity. The globalization of Korean food is inseparable from Hallyu, the Korean Wave. K-pop, K-dramas, Korean films, and digital content are newly constructing an image of Korea across the world. This cultural appeal does not end on the screen. Overseas viewers who encounter Korean dramas such as "Vincenzo" or "Descendants of the Sun" naturally develop an interest in tteokbokki, bibimbap, kimchi, and Korean-style fried chicken. Interest that begins with entertainment leads to consumption, tourism, and further cultural familiarity.

Based on this cultural interest, Korea's food exports to India reached 31.9 million dollars in 2024, with Korean ramen in particular establishing itself as the largest export item. Korean brands such as Shin Ramyun and Samyang Foods are actively pursuing strategies that reflect the tastes of local consumers, including launching various masala-flavored versions. In addition, Korean confectionery brands such as Lotte Wellfood and Orion are becoming widely known to Indian consumers, centered on Choco Pie.

However, Indian food was globalized through a different historical path than Korean food. Long before the advent of streaming services, Indian food became part of everyday food culture in Britain, East Africa, the Caribbean, the Persian Gulf, and North America through migration, colonial-era trade, and diaspora communities. What has changed today, however, is the scale and diversity of its influence. Indian cuisine is no longer represented by curry alone. Regional dishes such as dosa and biryani are also being introduced to the world, and products such as frozen paratha (Indian bread) can now be easily found in large Korean supermarkets. Koreans' interest in Indian food has also been steadily rising, and in fact, some Indian restaurants in Korea have more Korean customers than Indian ones. Yeo Han-koo, Trade Negotiations Minister at the Ministry of Trade, Industry and Energy, has also stated that he enjoys tandoori chicken and garlic naan.

Korean and Indian food has changed to suit local tastes and cultures in the process of going overseas. In some Indian cities, new fusion foods rarely found in existing local cuisine are being created, such as incorporating kimchi into paneer dishes or street food. Indian cuisine has developed into diverse forms from the outset, as the spices and cooking methods used vary from region to region. There are also cases where Indian food combined with local culture to be reborn in new forms, such as chicken tikka masala in Britain and currywurst in Germany. This shows the process by which curry, which originated in India, spread globally via Britain and was transformed again in each region. The process by which curry, brought to Japan through the British navy during the Meiji era, then spread to Korea also demonstrates how food changes and is reinterpreted across borders. Such change is not a loss of authenticity but a process of cultural adaptation and expansion.

Indeed, globalization laid the foundation for global food companies such as McDonald's, Italian pizza, and Switzerland's Maggi noodles to successfully enter the Indian market. Strategies reflecting local food culture, such as the potato burger and paneer pizza, won consumer approval. Korean companies, too, are expanding their presence in the Indian market based on Hallyu and adapting to local food culture. Many Korean restaurants have added vegetarian options to existing menus such as bibimbap and gimbap, and as the popularity of Hallyu grows, global fast-food chains like McDonald's in India are also introducing Korean-style menus. This is a case of leveraging Hallyu's cultural influence on India's younger generation as a marketing strategy. Conversely, Indian restaurants are also continuing to localize by introducing curries with enhanced spiciness to suit Korean tastes.

This is a representative paradox displayed by the world's food culture. The more global a food is, the less it maintains a fixed form. Globalization once raised concerns about "cultural homogenization," but the cases of Korea and India show the opposite. Rather than weakening local identity, globalization can serve as an occasion to form an even more distinct cultural identity by creatively responding to the needs of local markets.

As a result, food has established itself today as one of the most powerful forms of soft power. Unlike politics or military power, food naturally permeates people's daily lives. People may feel resistance to foreign political influence, but they easily open their hearts to delicious food. Taste creates familiarity before diplomacy does. Korea understood this early on.

The Korean government has created synergy by linking cultural content exports with food branding, tourism, and lifestyle marketing. Today, Korean food enjoys the benefits of a cultural ecosystem built together with K-pop, K-beauty, fashion, and entertainment. Korean culture is consumed not merely as a product but as a lifestyle that many people aspire to.

India's greatest strength is diversity. It possesses a broad and deep food culture, from northern India's creamy curries, naan, and roti, to southern India's rice- and coconut-based cuisine, western India's Gujarati vegetarian culture, and the fermented foods of the northeast. Moreover, with the development of social media such as Instagram and YouTube, food has established itself as a representative form of visual content. Food reels introducing the diverse cuisines of Korea and India reach millions of viewers every day, creating a new culinary culture.

Korea and India, having strategically globalized their own cultures, demonstrate that the "Asian Century" is not simply about economic growth but about the sustainable fusion and spread of culture. The soft power of taste has the power to connect people even amid growing conflicts between nations due to geopolitical tensions. The dining table can be a unique and spicy way to bring the world together. Sometimes a shared meal becomes a more powerful cultural ambassador than a diplomat.